Persuasion
Pre-lecture activity:
List of every persuasion or influence attempt I’ve been exposed to recently
* = successful attempt
Highlighted = education - we agree with the subject
Underlined = propaganda - we don’t really agree with the subject
Instagram ads for things that I have set up for myself — self-made algorithm *
Spam emails about memberships and deals for “limited time” */not as much
A coach talking to me about what I should be focusing on after a tournament as a “self-reflection”
How the law is written
Sporting event announcements *
Classes
Podcast ads
Perception of the message could be seen as ethical or deceitful
2 Routes of Persuasion
Peripheral Route = subconscious perception
Heuristics - General Heuristics
Beauty = truth
Length = strength
Rapid Speech = knowledgeable
Applauded = strong
Central Route = thoughtful perception; more difficult, but more effective
People vary in this trait — is it worth putting much thought into this?
Ads combine both types of processing
Attention-getting picture (emotionally impactful) and headline (thinking) to get the attention on the smaller print
CRP often makes a person more resistant to dissenting opinions
Elements of Persuasion
Source (Communicator)
Credibility
Expertise - knowledgeable in subject matter
Expressing confidence and certainty
Trustworthy
career study - car salesman, insurance salespeople, advertisers, and lawyers v. pharmacist, clergy = salesmen seen as benefitting from sales — pharmacist seen as not taking anything from audience
Study about relative importance of prisoners rights - argued that prisoners deserve less
told by prisoner themself and as a judge — argument more convincing when presented by prisoner’s speech even if he didn’t have a high status
Physical Attractiveness
We tend to like attractive people
Associate products to attractive people
Similarity
Fitting the audience’s lifestyle
Aspiring and relatable — Could I be like that person?
“Convert” communicators - people who have made a change (flip-floppers/ hypocrites OR inspiring)
Alcohol ad more convincing from a person who used to drink and stopped than a simple ad
“They used to be like me, so I can change too!”
Sometimes the power of the source can be temporary!
ex) noticing the lack of credibility of a paid advertisement — over time, you might forget the source
Sleeper effect: forgetting the source, but remembering the content
Can be a reason to try to identify the source before processing the message
If you want to be open-minded to the ad, look at the message and THEN look for the source
sometimes we make decisions based on who is talking and if we like them or not
Message Content
How many arguments?
Repetitions? - can make it seem like you have more reasons even if you don’t (up to 3-5 times can help)
Repeat just the strong arguments because multiple weak ones can make a message fall apart — weak links
Repetition makes more sense and more true
Savvy speakers utilize repetition
Too much repetition could get annoying — just amplify the main and strong arguments to be effective!
One or two-sided argument?
Do I only argue for my side or should I consider other perspectives/counter-arguments?
two-sided are more up-front and can help others believe that you can take another perspective and elaborate on why you chose whichever side — honesty
Emotional Appeals - depends on what the message is about! —- do they have strong emotional connection or commitment to a message? - why do they have that connection? Can you approach your audience?
Good mood — making people in a better mood can bring a more positive evaluation
unexpected presence
ex - music
humor — gets attention and is memorable; we tend to like funny, charismatic people
Fear — negative emotions can scare people into compliance
cause and effect ads causes fear and insecurity
Using vivid images — vividly imagined threats seem more likely
downside — fear can sometimes backfire if it is so overwhelming that people start avoiding (avoidance) in order to never look at something again — or justify themselves to make them feel better (defensive responses) — avoidance and denial
Passion —
mild swearing; “…lowering of tuition is not only a great idea, but, damn it, also the most reasonable one for all parties involved.” — people perceive that the speaker seems to mean what they are saying
Cialdini’s Principles
ex) jonestown and undue influence
focus on what works, but is it right for you to use this?
1] Liking
Praise and flattery — most underutilized, but very powerful
fear that people think it is insincere, but people often want to hear good things about themselves
Say things that you really mean!!
2] Consistency
Foot-in-the-door: small step in the direction that they want you to make
small requests or tiny commitments
ex) saving something in your cart —> “you were interested in this” or “you saved this”
Low-balling: low price or low request, then a process where there are positive reinforcements, then the price/request goes up
early commitments are often difficult to change a person’s mind despite later changes to the main reason for commitment — ex) low price changed to the normal price after
Legitimization of paltry favors: similar to guilt-tripping — “even a penny will help”
significant increase 29% of favors
Positive labeling: if you give someone a label, then they often want to be consistent with that label
ex) telling people about their public voting record — “you are an above average citizen in the election!”
Take advantage of a person’s desire to be consistent!
3] Reciprocity
Door in face: making a large request where people are more likely to say no (intentionally but without expectation of an actual follow-through) — then making a smaller request where people are more likely to say yes
making a compromise where they feel like they would need to reciprocate
ex) juvenile delinquent volunteer role —> would you help take some of them to the zoo for a couple hours? —> nicely reduced offer saw a 70% increase in voluntariness
“That’s not all”: a “gift” with a purchase or an extra added onto an item
ex) free gift with a purchase or BOGO deals
4] Scarcity — when something is rare, it seems more valuable and precious
unique and limited edition
less cookies in a jar than a jar that is full — the least cookies seem more satiating
Playing hard to get
ex) athletic recruitments or job recruitments — make it seem like you got more and “better” offers to make yourself seem more exclusive/limited
Fast approaching deadline
“Limited time only!”
“Winter clearance sale”
5] Social Proof
Most people are doing it or it is a #1 product
stock photo of a long line — social proof AND scarcity
6] Authority — broad term!! agency (US Department of Health), impressive titles (CEO of…), study (research shows… or study finds…)
example) wearing a white coat compared to an apron
Resisting Persuasion?
Forewarned: being aware that the person is going to try to persuade you
Focused: being focused on the content of the argument with little distractions
avoid being sleep-deprived! Be able to think clearly
Engage in active counter-arguing!! — Inoculated: practice a resistant approach
Counter-arguing doesn’t ALWAYS work!
“They actually made some good points”
Active processing causes you to be focused on attitude — can lead to attitude change or attitude affirmation
Identify Tricks — identify manipulations
helps to avoid the guilty feeling of not living up to a request or an obligation from a person trying to use manipulation techniques